Which of the following perspectives to learning focuses on the cognitive processes
associated with comprehension that lead to consumer learning?
a. Behaviorist perspective
b. Transformative perspective
c. Constructivist perspective
d. Information processing perspective
e. Connectivist perspective
Which of the following consumer satisfaction measures compares the difference
between expectations and performance perceptions?
a. Direct, global measure
b. Attribute-specific measure
c. Categorical measure
d. Disconfirmation measure
e. Universal measure
_____ refers to the tendency of consumers to take excessive pride in themselves,
including their appearance and accomplishments.
a. Trait vanity
b. Trait anxiety
c. Innovativeness
d. Frugality
e. Competitiveness
Wilma is a victim of the recent “size zero” trend. She was a regular size 6 before she
started depriving herself of her daily food intake to become a size zero. Wilma is most
likely suffering from _____.
a. binge eating
b. anorexia
c. bulimia
d. pica
e. diabulimia
Natalie walked by a bakery and her first response was a feeling of desire for something
tasty because of the alluring aroma coming from the store. Which of the following
terms refers to this instantaneous response that Natalie experienced?
a. Retention
b. Comprehension
c. Simulation
d. Attention
e. Sensation
Customers pay money for those products that they believe to be useful in satisfying
their needs and wants. This transfer of money for goods or services is best described as
_____.
a. benefits
b. segmentation
c. transformational marketing
d. exchange
e. cost behavior analysis
The psychological process by which knowledge is recorded is known as _____.
a. attention
b. perception
c. memory
d. motivation
e. epistemology
Since childhood, Meg’s parents always told her that milk is good for health. As a result,
Meg developed a liking for milk and started drinking it regularly. In this case, Meg’s
thinking or mental process is referred to as _____.
a. sensitization
b. affect
c. emotional contagion
d. emotional intelligence
e. cognition
Explain script with respect to memory and describe a script for each of the following
situations:
(a) attending an awards ceremony
(b) shopping for a computer
(c) attending a sporting event
(d) going on a first date
Prisoners are often seen in public picking up trash along interstate highways. Other
people can recognize these prisoners because of the green and white striped clothing
they wear. This clothing is an example of _____ because it indicates that they are
incarcerated individuals who have performed some illegal act in society.
a. stratification
b. enculturation
c. acculturation
d. stigmatization
e. assimilation
LANDSCAPING SCENARIO
Petals and Palettes is a firm that provides landscaping services. Mr. Edward Roth, the
chief agriculturist of the firm, in an interview to a home and garden magazine, talks
about how landscaping can be a tightrope walk. “Our prices vary vastly according to
what our clients want. A major haul may cost anything between $300,000 or more for
an area spanning a 100 sq.ft. We try and give our clients their money’s worth.” Mr. Roth
explains further, “However, we cannot rule out times when our opinion differs with the
client’s opinion of “worth”. We had a client who wanted his garden to have a “bit of an
air of sophistication without major change.” I suggested switching to a finer, more
delicate grass. However, when it was done he complained that “the grass was still
green” and that he cannot see any “refinement.” So, it’s important to know exactly what
the client wants and get to the specifics of it in detail.” Such stories should not
discourage interested entrepreneurs from foraying into landscaping. “Another client
asked for something novel and a little different. So, we installed only colored leaves.
The idea of a garden with no flowers required a little getting used to for him but he was
pleased with the aesthetics.” The work gives you an opportunity to brighten people’s
lives. “Once, a mother came with the request for a “fairy tale garden” for her daughters.
So, we had water bodies with lilies, lotuses and mermaids; bronze statues of different
characters from famous fairy tales. The mother beamed, “It’s as it should be.” A word of
caution, however, its not just happy endings all the way in the land of landscaping. “We
gave a full refund to a client who wanted us to recreate his childhood. We created a
green and lush environment with swings on trees, but unfortunately, he grew up in an
arid country with sparse vegetation. So, what we gave him “never gave him a feeling of
his childhood” as it was very different from where he grew up.” Refer to Landscaping
Scenario. A client, who wanted Petals and Palettes to recreate his childhood, got a full
refund when he complained that their services “never gave him a feeling of childhood”
as the lush green environment that they had created was very different from the arid
desert he grew up in. With respect to cognitive categorization, which of the following
reactions best illustrates the client’s response?
a. Assimilation
b. Accommodation
c. Contrast
d. Selection
e. Motivation
Which of the following is the formula for the behavioral intentions model?
a. B » BI =
b. B » BI =
c. B » BI =
d. B » BI =
e. B » BI =
Which of the following types of social power motivates consumers to imitate the
behaviors and attitudes of the group as a means of identifying with the group?
a. Referent power
b. Legitimate power
c. Coercive power
d. Reward power
e. Expert power
Consumers who will do everything possible to avoid doing business with a particular
marketer are called _____.
a. market mavens
b. antiloyal consumers
c. disconfirming consumers
d. laggards
e. state-oriented consumers
Salespeople are trained to assess a potential consumer’s attitude toward their company’s
offerings and to attempt to change that attitude if it is not positive. There are several
techniques that help salespeople accomplish this attitude change in potential consumers.
Salespeople attempt to change consumer attitudes about their products through _____.
a. persuasion
b. segmentation
c. positioning
d. affect monitoring
e. attitude tracking
Bob read a circular from the Department of Human Health and Safety, recommending a
lower intake of salt as its high consumption can lead to health problems. Bob always
believed that salt is good for health, as his grandfather who is 90 years of age, adds a lot
of salt in his food. Bob rejects the information on the circular as rubbish. Which of the
following will offer the most likely explanation for Bob’s rejection?
a. Selective persuasion
b. Selective exposure
c. Selective attention
d. Selective distortion
e. Selective precipitation
The state in which consumers are shown to use numbers to represent quantities the
same way across cultures is called _____ equivalence.
a. translational
b. metric
c. elemental
d. conceptual
e. dialectic
Jane does not believe in spending on high-end brands. However, when she is out
shopping with her colleagues who regularly splurge on luxury brands, she ends up
buying expensive brands to impress them. Jane is most likely to score high on the
_____ variable.
a. need for cognition
b. typical intellectual engagement
c. attention to social comparison information
d. openness to experience
e. need for self-actualization
Which of the following types of shopping is characterized by recreationally oriented
activities designed to provide interest, excitement, relaxation, fun, social interaction, or
some other desired feeling?
a. Adaptive shopping
b. Experiential shopping
c. Epistemic shopping
d. Impulsive shopping
e. Acquisitional shopping
MNC SCENARIO
Mr. Adam Smith works as a senior executive for Corebiz Corp., a multinational
company with subsidiaries in many Asian countries. The firm believes in a marketing
strategy that strongly resonates the essence of the local culture in its implementation.
The company relocates Mr. Smith to Beijing to handle their operations in China. A few
months into his stay, Mr. Smith begins to learn the ways of life and appropriate
behavior in China. When Mr. Smith was invited for tea by his colleagues, he observed
people around him and learned the right way to tap his finger and fold a napkin. He also
learned that the Chinese revere their elders and treat them with respect. Even when
there is no kinship involved, an older person should never be addressed with his/her
name. Any show of disrespect, especially “name calling,” is shunned upon by society;
and the person found doing so, risks being ridiculed by everyone. Though these
learnings can sometimes be inconvenient for Mr. Smith owing to the vast cultural
difference between the United States and China, Mr. Smith thinks that it is worth all the
trouble. Refer to MNC Scenario. Even though Corebiz Corp. is a multinational
company, it believes in a marketing strategy that strongly resonates the essence of the
local culture in its implementation. This is an example of _____.
a. accommodation
b. acclimatization
c. glocalization
d. enculturation
e. acculturation
On finding out that customers were skeptical about the quality of food being currently
served in her restaurant, Nina started promoting the fact that her restaurant sourced only
the freshest vegetables, meat, and dairy products from the market. According to the
attitude-toward-the-object approach, Nina is attempting to _____.
a. change consumer involvement
b. change evaluations of product attributes
c. add beliefs about new attributes
d. change beliefs
e. change motivations to comply
A consumer who is hired by another to provide input into a purchase decision is known
as a(n) _____.
a. conspicuous consumer
b. laggard consumer
c. early majority purchaser
d. surrogate consumer
e. universal purchaser
Two common interpretive research orientations are _____.
a. regression and cluster analysis
b. psychology and sociology
c. phenomenology and ethnography
d. primary and secondary
e. qualitative and quantitative
A social _____ is the cognitive representation that gives a specific type of person
meaning.
a. categorization
b. schema
c. script
d. expectation
e. facilitation
Goods that are consumed over long periods of time are known as _____ goods.
a. degradable
b. nondurable
c. perishable
d. durable
e. virtual
Tanya bought a certain brand of soft drink only when she had discount coupons for it
and she discontinued purchasing that soft drink brand when the discount coupons ran
out. This discontinuation is an example of _____.
a. distortion
b. restoration
c. desensitization
d. discrimination
e. extinction
VALENTINE”S DAY SCENARIO
Todd decides to propose marriage to his girlfriend on Valentine’s Day. He wants this to
be a very special day, so he decided to take her to a fancy restaurant. He is not sure
about the choice of restaurant, and so he asks his boss, who often patronizes fancy
restaurants, for suggestions. Though Todd doesn”t have much experience in fine
restaurants, he knows what to expect: he will give his car to the valet, be seated by the
hostess, be given menus and a wine list, order, eat, pay the bill, and retrieve his car from
the valet. On the big day, he goes to his girlfriend’s apartment with a dozen roses in his
hand and the ring in his pocket. He likes the restaurant his boss suggested, and thinks
the food is really good, but finds the choice of background music odd. In his opinion, a
fancy restaurant shouldn”t be playing pop music. However, the rest of the night goes
according to plan. He will always remember how beautiful his girlfriend looks and how
happy they are when she accepts his proposal. Refer to Valentine’s Day Scenario. Todd
thought it was strange for a fine restaurant to be playing pop music in the dining room.
It didn”t match his concept of fancy restaurants. For Todd, the message conveyed by the
restaurant environment lacked _____.
a. complexity
b. intensity
c. congruity
d. acceptability
e. visibility
The attribution theory _____.
a. judges actual performance perceptions against an expectations benchmark
b. compares if performance perceptions exactly match with what was expected
c. explains why a certain event has occurred
d. maintains consistency among consumers’ beliefs
e. compares consumers’ own level of inputs and outcomes to those of another party
Emotions that result from some evaluation or reflection of one’s own behavior”which
can include both actions and failures to act”are known as _____ emotions.
a. self-conscious
b. autobiographical
c. contagious
d. laborious
e. extraneous
Serena is evaluating three different models of hair dryers, Model A, Model B, and
Model C. She assigns belief ratings from 1= very poor to 10= very good and
importance ratings from 10= most important to 1=least important. She sets a minimum
mental cutoff point of 5 for all the features. According to the conjunctive rule, which of
the following is true?
a. She selects Model A, as all the features surpass 5.
b. She selects Model B, as it has the highest power efficiency of 10.
c. She selects Model C, as all the features score lower than the mental cutoff.
d. She selects Model B, as it scores the highest on the styling criterion which is also the
most important criterion.
e. She selects Model A, as it scores highest on the low price attribute.
AUTOMOBILE SCENARIO
Consider a consumer who is contemplating a new automobile purchase. She has
narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has
identified gas mileage, price, warranty, and styling to be important attributes to consider
in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each
brand performs on a given attribute (b) are given below:
Refer to the Automobile Scenario. Based on the attitude-toward-the-object model, what
is the consumer’s overall attitude ( ) toward Ford Taurus?
a. 23
b. 16
c. 17
d. 11
e. 27
When the federal government decided to increase the cost of education in public
universities, most people perceived the decision as a prejudice against the middle-class
Americans who would find it difficult to enjoy access to higher education. Which of the
following best represents the people’s perception of the federal government’s decision?
a. Moral equity
b. Relativism
c. Contractualism
d. Teleology
e. Utilitarianism
The knowledge function of attitudes allows consumers to simplify decision-making
processes.
Compare and contrast the different memory stores in the multiple store theory of
memory.
A highly competitive marketplace in which consumers have many alternatives is more
likely to result in better customer service than a marketplace with little competition.
Repetition is the best form of learning.
Consumers experiencing time pressure are less likely to rely on simple choice heuristics
than are those in less-tense situations.
Reference group influence on product selection tends to be weak for “public” products.
In terms of comprehension, familiarity can increase a consumer’s motivation to process
a message.
With peer pressure, there is usually some type of sanction that is threatened if the
consumer does not go along with the group.
Early adopter consumers are generally young and well-educated.
The Baby Boomers were born prior to 1928.
Describe balance theory and how it can be used to explain the effectiveness of celebrity
endorsers in changing consumers’ attitudes.
In the masculinity CSV dimension, femininity refers to the prominence of women in
society specifically in the political domain.
Conspicuous consumption represents the tendency of a consumer to engage in
bargaining behaviors when making purchases.
Qualitative research tools gather data in a highly structured way.
Performance risk is risk associated with the likelihood of a product performing as
expected.
The phases of perception overlap with the concepts of exposure, attention, and
comprehension.
Satisficing is the practice of using decision-making shortcuts to arrive at satisfactory,
rather than optimal, decisions.
Marketing myopia is defined as a condition in which a company views itself competing
in a value or benefits producing business rather than in a product business.